All humans fall into one of four basic Personality Types:  Analyticals, Drivers, Expressives & Amiables.

My commercials include sound cues aimed at each group. 

The Personality Map plots early and late response according to physical speed (Fast to Slow) and emotions (Cool to Hot). 

DRIVERS

Fast & Cool.  Winners, competitors, decision-makers.  Time is Money. Drivers would rather be first than right.  They fear losing out to a lesser competitor. Get to the point, fast!

Key Brand Quality: Performance.

EXPRESSIVES

Fast & Hot. Fun-lovers, emotional, even passionate.  Short attention-span Expressives dread boredom.  Facts are boring.  Make them laugh!

Key Brand Quality: Pleasure.

ANALYTICALS

Slow & Cool.  Number crunchers, fine-print readers, reluctant to do anything without 100% double-indemnity proof.  Analyticals fear risk, mistakes, errors in judgment.

Key Brand Quality: Proof.

AMIABLES

Slow & Warm.  Family-folks & team players.  Emotionally resistant to change. They want to be loved, admired, and to belong.  They are never the first to do anything.

Key Brand Quality: Popularity.

Drivers & Analyticals skew slightly male.  Expressives & Amiables skew slightly female. Youth may correlate with Speed; Age with Reluctance.

In Test Markets, most response comes from Drivers and Expressives after one or two hits.  Amiables and skeptical Analyticals may wait for the second OEF Flight.  Hedonist Expressives and Hard Line Analytical cynics may never respond.

The Personality Copy Map shows how a long term campaign can appeal to all four personality types in the correct order.

My Direct Response Radio commercials tell Drivers exactly what you do, prompt a smile from Expressives, offer proof to Analyticals and show Amiables how popular you are.  Do yours?

Most Direct Response Radio copy is aimed at Executive DRIVERS, who have to personally approve it before it runs.  Hey, you - pay attention:

Problem!?
Brand A!
Feature/Benefit
  Feature/Benefit
    Feature/Benefit
Don't Buy Brand X
Buy Brand A!
Low Price!
  Save Big!
    Act Now!
Buy Brand A!
1-800....
Brand A dot com!
1-800....
1-800....

What about the other  75% of the population?

This intro :60 for Dinovite hits all four groups.  Can you pick out the sound cues aimed at each Personality Type?

Ooh! Stinky Dog!

Sometimes I'll cut testimonials using a customer who defuses a critical "Yeah, but...". Three examples:

The Perfect Place
Job Deluge
It's So Silly!

Can you identify the point of Brand Resistance? 

Maybe the Powerful Announcer Copy you've been running  appeals to only 25% of the population.  Start thinking Inside the Map, and your Direct Response Radio will work faster and last longer!